Phillipe Etchegaray, marketing manager for Chile Tourism in North America, attended the U.S. Tour Operators Association conference last month, as part of Chile’s renewed marketing push in the North American market.
Chile Tourism rejoined USTOA after an absence of several years. The country wants to re-establish itself in the minds of American travelers. Meeting with the top American tour operators at the USTOA conference was a good place to start.
Etchegaray is still new to the post, having been appointed last summer. He’s still in the early stages of mounting his campaign for North America, putting things in place.
Etchegaray told Travel Market Report, “We realized we had left USTOA and ATTA [Adventure Travel Trade Association] and some organizations that were valuable, so we re-entered USTOA. We came to make contact again, get familiar with the industry, find out what’s happening. It’s been very interesting.”
Chile chose USTOA because it puts the destination in a position to network with the top tour operators in North America. It’s a more strategic use of marketing resources than the nearly insurmountable task of trying to target millions of American consumers directly.
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